ShopBack appoints Carolina Paradas to drive U.S. expansion

The Asia-Pacific shopping and rewards platform said the appointment marks a key step in its expansion into the U.S. market

ShopBack appoints fintech veteran Carolina Paradas as General Manager for North America to spearhead its U.S. expansion after logging three consecutive quarters of adjusted EBITDA profitability.

The Asia-Pacific shopping and rewards platform, headquartered in Singapore, said the appointment marks a key step in its expansion into the U.S. market.

Paradas joins ShopBack from Fidel API, later acquired by Enigmatic Smile, where she helped grow the platform from 5 million to more than 250 million cardholders and secured partnerships with Cash App, DoorDash, Affirm and Bilt Rewards.

ShopBack said her experience scaling fintech partnerships will help replicate its Asia-Pacific success in the competitive U.S. rewards space.

Unlike traditional cashback platforms, ShopBack operates as a multi-layered ecosystem combining affiliate marketing, cashback rewards, card-linked offers and payments integration, which the company says has driven sustained profitability and reflects its consumer-first model.

The platform now serves more than 55 million users across 13 markets.

The move comes as inflation pressures drive Americans to seek more value from their purchases and younger consumers increasingly move away from traditional loyalty programs.

ShopBack aims to appeal to this demographic with mobile-first, gamified experiences and performance-based loyalty solutions for retailers.

Carolina’s expertise in scaling fintech partnerships and launching industry-first products makes her ideal to lead our North American expansion, said Joel Leong, Co-Founder of ShopBack.

Her ability to navigate complex fintech acquisitions while maintaining commercial growth demonstrates the strategic leadership we need to differentiate ShopBack in the U.S. market, he added.

The U.S. rewards landscape is ripe for disruption. Traditional platforms are still thinking desktop-first while consumers live mobile-first, said Paradas, General Manager of North America at ShopBack.

She added: ShopBack’s proven GenZ engagement combined with our profitability milestone, positions us to reimagine how Americans discover and earn rewards.